The World 718 is the first mobile phone to operate on both sides of
the Atlantic. Previously, people travelling to the USA have had to buy a
second mobile phone or SIM card, with the inconvenience of a different
Using revolutionary technology, the dual-band World 718 works on both
the American PCS 1900MHz network and the GSM 900MHz network found in
Europe, Asia, Middle East and Australia. This means one handset and one
number for travellers across five continents.
To create awareness of the new phone and its innovative, but affordable
(it retails at pounds 99), technology with transatlantic business and
leisure travellers. To position Bosch, as a serious contender in the
mobile phone market.
One-to-one briefings were set up with the trade press to convey detailed
product information. A wide range of consumer and trade press was
invited to an American themed evening at London’s fashionable Atlantic
Bar and Grill on 26 May, which was renamed (Trans)Atlantic for the
event. To tempt the media to attend they were invited to enter a
competition on arrival testing their product knowledge, with a prize of
a World 718 phone and a weekend in New York to test the technology.
Attendees were greeted by waitresses dressed as saloon girls and
cheerleaders and waiters dressed as Uncle Sam. The centrepiece of the
event was a real life Statue of Liberty, who instead of a torch held
aloft a World 718 phone.
A brief presentation from Bosch on the merits of the new phone was
concluded by the prize draw. Full press packs were distributed on the
night, and afterwards to those unable to attend. NBC says as much as 30
per cent of the budget will be spent on planning and evaluation.
Over 40 journalists attended from a wide range of media, including
travel, men’s interest, business and ethnic American. National coverage
was achieved in the Daily Telegraph, Mirror and Sunday Business. The
London Evening Standard also covered the story, and NBC hopes Tomorrow’s
World will include the World 718 in a forthcoming piece about
cellphones. As expected, the trade press showed huge interest in the
launch, and front page coverage was secured in Mobile Choice and What
Cellphone magazines. Press clippings from long lead time publications
are still coming in. The prestigious travel magazine Conde Nast
Traveller is expected to carry a news story.
’We had to meet the media face-to-face - a press release would have
diluted the impact,’ says Roger Nelson, director at NBC. ’When you’re
trying to launch an unknown brand in an aggressive marketplace you’ve
got to make sure that the launch has maximum style and impact, which is
why we chose the US theme,’ he adds.
NBC believes the event was crucial in achieving interest in the travel
and general interest media. ’Without it we would only have commanded
coverage in the trade and technology press,’ says Nelson.
Client: Bosch Telecom
PR Team: Nelson Bostock Communications
Campaign: Launch of World 718 mobile phone
Timescale: May - ongoing
Budget: annual fee plus pounds 5,000 costs